# Mainstream Male Beauty Men's cosmetics routines are expanding to include makeup. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Nov 19, 2016 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/mainstream-male-beauty ## Key Figures - Trend score: 5.1/10 - Evidence articles: 7 ## What is the Mainstream Male Beauty trend? **Mainstream Male Beauty:** As modern consumers continually feel comfortable skirting outdated gender norms, mainstream cosmetics ranges are moving to include men's makeup products that appeal to a fast-growing male beauty market. This shift demonstrates the growing difficulties in marketing efforts based on traditional demographics groups and points to the need for brands to offer niche products and services that entice consumers in ways that current offerings may neglect to. ## At a Glance - Evidence: 7 featured examples - Articles from: Sep 22, 2015 to Oct 18, 2016 - Published: Nov 19, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Mainstream Male Beauty trend ### Gender-Neutral Makeup The trend of gender-neutral makeup products has led to collaborations with male influencers for cosmetics brands. ### Mainstream Male Beauty The mainstreaming of male beauty products reflects the expanding target market and an opportunity for brands to offer niche products. ### Cross-Industry Collaborations Collaborations between beauty brands and celebrities from non-beauty industries could tap into new target markets and offer disruptive products. ## What the Mainstream Male Beauty trend means for industry ### For Beauty and Personal Care The beauty industry is expanding its target market to include male beauty, gender-neutral products, and collaborations with non-beauty influencers. ### For Social Media and Influencer Marketing Social media and influencer marketing play a significant role in the expansion of the beauty industry to new target markets and collaborations. ### For Men's Grooming The growth of men's grooming industry creates opportunities for beauty brands to offer products that cater to men's specific needs. ## Workshop question Are there demographics that your brand has yet to target due to an overt focus on traditional ways of thinking? How can your brand break out of these constraints to reach consumers that it hasn't before? ## Trend signals for Mainstream Male Beauty Trend score 5.1 out of 10, from popularity 75%, activity 69%, freshness 8%. - Popularity: 75% - Activity: 69% - Freshness: 8% ## Examples of the Mainstream Male Beauty trend 7 featured examples from Sep 22, 2015 to Oct 18, 2016. - [Male Makeup Brand Ambassadors](https://www.trendhunter.com/trends/brand-ambassador): Influencer James Charles Will Be Covergirl's Newest Ambassador (Category: Fashion) Implication: Beauty brands can disrupt the industry by featuring male brand ambassadors and embracing inclusivity in their marketing strategies. - [Edgy Makeup Spokepersons](https://www.trendhunter.com/trends/ruby-rose-urban-decay): The Ruby Rose Urban Decay Collab Markets Her as "Most Addictive New Vice" (Category: Pop Culture) Implication: Cosmetics brands can partner with celebrities to create unique and eye-catching campaigns that appeal to a wide range of consumers. - [Male Makeup Tutorials](https://www.trendhunter.com/trends/male-makeup-tutorial): Actor Patrick Dempsy Helps Demonstrate His Wife's Lid Tint Product (Category: Fashion) Implication: The makeup industry is seeing a shift towards inclusivity and expanding their consumer base to include male and gender-nonconforming individuals. - [Sparkly Beard Kits](https://www.trendhunter.com/trends/beard-kit): The Glitter Beard Kit Allows Guys to Adorn their Facial Hair in Sparkles (Category: Fashion) Implication: Companies can create grooming products that cater to men looking for more unique or gender fluid grooming options. - [Men's Concealer Sticks](https://www.trendhunter.com/trends/concealer-for-men): This Concealer for Men by EvolutionMan is Also an Acne Treatment (Category: Fashion) Implication: Capitalizing on the growing demand for specialized grooming products for men. - [Unisex Makeup Collections](https://www.trendhunter.com/trends/unisex-cosmetics): MAC Created a Line of Unisex Cosmetics with the Celebrity Brant Brothers (Category: Fashion) Implication: Beauty companies can launch unisex and gender-neutral makeup products to cater to the evolving consumer needs and tap into a wider market - [Male Eyebrow Grooming Kits](https://www.trendhunter.com/trends/eyebrow-grooming): This Kit is Designed for Men Who Require Eyebrow Maintenance (Category: Fashion) Implication: The beauty industry can tap into the growing demand for male eyebrow grooming kits and expand their product offerings to include more gender-inclusive options. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)